Output details
15 - General Engineering
Brunel University London
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Output 0 of 0 in the submission
Article title
The expanding role of intangible assets of the brand
Type
D - Journal article
Title of journal
Management Decision
Article number
-
Volume number
46
Issue number
6
First page of article
948
ISSN of journal
0025-1747
Year of publication
2008
Number of additional authors
2
Additional information
This was a Brunel University funded investigation (collaboration between Business School and School of Engineering and Design) into the importance of human representatives of the brand (brand relationship representatives), as an enabler in achieving effective supply chain synchronization. The findings may provide support for practitioners in the planning and operational stages of their marketing communication campaigns for an effective and synchronized marketing and supply chain process.
Interdisciplinary
-
Cross-referral requested
-
Research group
None
Proposed double-weighted
No
Double-weighted statement
-
Reserve for a double-weighted output
No
Non-English
No
English abstract
-